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      Book

      Public Relations and the Corporate Persona
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      Book

      Public Relations and the Corporate Persona

      DOI link for Public Relations and the Corporate Persona

      Public Relations and the Corporate Persona book

      The Rise of the Affinitive Organization

      Public Relations and the Corporate Persona

      DOI link for Public Relations and the Corporate Persona

      Public Relations and the Corporate Persona book

      The Rise of the Affinitive Organization
      ByBurton St. John
      Edition 1st Edition
      First Published 2017
      eBook Published 27 July 2017
      Pub. Location London
      Imprint Routledge
      DOI https://doi.org/10.4324/9781315671635
      Pages 190
      eBook ISBN 9781315671635
      Subjects Communication Studies, Economics, Finance, Business & Industry, Humanities
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      St. John, B. (2017). Public Relations and the Corporate Persona: The Rise of the Affinitive Organization (1st ed.). Routledge. https://doi.org/10.4324/9781315671635

      ABSTRACT

      For much of the last century, large, predominantly US corporations used public relations to demonstrate that their missions resonated with dominant societal values. Through the construction and conveyance of the "corporate persona", they aimed to convince citizens that they share common aspirations - and moreover that their corporate "soul" works as a beneficent force in society.


      Through examining key examples from the last 80 years, this book argues that PR, through the corporate persona, works to create a sense of shared reality between the corporation and the average citizen. This has been instrumental in conveying, across generations, that the corporation is an affinitive corporate persona - a fellow companion in the journey of life. The construct is obviously ripe for manipulation, and the role of PR in creating and promoting the corporate persona in order to align corporations and stakeholders is potentially problematic. From wage inequality to climate change, preserving the corporate status quo may be negative.


      This original and thought-provoking book not only critically analyses how PR and its role in the corporate persona works to solidify power, but also how that power might be used to further goals shared by the corporation and the individual. Scholars and advanced students of public relations, organizational communications and communication studies will find this book a challenging and illuminating read.

      TABLE OF CONTENTS

      chapter 1|17 pages

      A basis for a distinctive personality in the public relations realm

      The corporate persona

      chapter 2|21 pages

      The corporation as person

      Four perspectives

      chapter 3|16 pages

      The corporate persona and industry

      The National Association of Manufacturers walks with you

      chapter 4|20 pages

      PR News

      Public relations describes the corporate persona

      chapter 5|16 pages

      The railroad and you

      The watchful Norfolk and Western helps chart the destination

      chapter 6|14 pages

      The oil company and you

      The corporate persona as encourager of self-governance

      chapter 7|19 pages

      Reality television and you

      The corporate persona observes and rewards on Undercover Boss

      chapter 8|17 pages

      Beyond fracking

      The corporate persona as a relatable, credible entity

      chapter 9|19 pages

      Through the social media window

      Tracking the affinity of the corporate persona

      chapter 10|11 pages

      Where to with the corporate persona?

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